techniques. he's helped george w. bush and john mccain. he coached mitt romney during the primaries. >> the object is to capture the imagination of both the audience and the press to make sure your message gets covered. one way to do that is to have a clever line >> schieffer: no one could deliver a line like ronald reagan. >> i will not make age an issue of this campaign. i am not going to exploit for political purposes my opponent's youth and inexperience. (laughing) >> schieffer: with those words reagan turned concern that he had gotten old and doddy on its head. challenger walter mondale said later when i heard that, i knew i had lost. what would you consider successful debate? >> the things that matter the most to the voters, to hell with the candidates and to hell with the moderators and to hell with the handlers and to hell with the pundits, but the things that voters care the most about have been discussed and have been discussed in a way that they can now understand what the differences are. that's what these debates are really all about. >> do ever get sick of each other?